Patraporn Thienkosol
Andy Lindenburger
VERTU

Born from an obsession

First established in 1998 by
Frank Nuovo, father of Nokiabranded exclusive handsets

Headquartered in the United
Kingdom with offices in Paris,
New York, Beverly Hills,
Singapore and Hong Kong
VERTU

Launch first product “MMII
Stainless Steel” in 2002

Vertu go on sale at Harrod’s
in 2003

Launch of Signature
Diamond Collection in 2005

Constellation is launched for
the world’s most demanding
travelers
Target Market

Business sector

Celebrities

High end customers
Marketing Mix

Product

Luxury Mobile Phone
handcrafted in UK

Signature

Ascent

Signature Diamond

Constellation

Limited Edition
Marketing Mix

Price

Metal case from
Stainless, Gold, and
Platinum to bejeweled

$4900 - $310000
Marketing Mix

Place

Exclusive Distribution
Channel



San Francisco
Shopping Centre, San
Francisco
Neiman Marcus,
Beverly Hills
Barneys New York,
New York
Marketing Mix

Promotion

Online

Sport Car
Magazine
Strength Weakness Opportunity Threat
Strengths

Masterpiece of design,
engineering, and
craftsmanship

Vertu Concierge

Customer service
Weaknesses


Extremely high prices
Exclusive distribution


Missing opportunities for
new customers.
Not able to buy online

Gray marketing
Opportunities



Product Placement
Mix Vertu styling with
Nokia for less
expensive versions
Increase Distribution

At what risk?
Threats



Increasing Quality of
Competing Products
Possible short PLC
Emergence of PDA’s,
multi-use devices


Blackberry
iPhone
Store Layout & Design


Store image is very luxurious and exclusive
Vertu outlets convey message customers
are expecting from the brand
Circulation



Free-Flow Store
Layout is common
Allows for customers
to browse & wander
Increases visual
appeal of Vertu
products
What does your store say?

Ambiance


Is the overall feeling or mood projected by a store
through its aesthetic appeal to human senses
Lifestyle graphics

Convey the image of the product to the consumer
Thank You!
Bibliography

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http://www.vertu.com
http://www.ebay.com
http://www.youtube.com
http://www.brandchannel.com
http://www.mobile-review.com
http://mobile14.com